Exam details
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- Level: Expert (1-3 years’ experience)
- Passing Score: 32/50
- Time: 100 mins
- Delivery: Online proctored (requires camera access)
- Available languages: English, Japanese
- Cost: $225 (global) / $150 (India)
- Exam ID: AD0-E559 (English), AD0-E559-J (Japanese)
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Intended audience
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- Marketing operations manager/specialist/expert/analyst
- Digital marketing manager/specialist/expert/analyst
- Campaign manager/specialist/expert/analyst
- Marketo Engage consultants
- Digital/marketing automation manager/specialist/expert/analyst
- Marketing systems manager
- Demand generation manager
- Email marketing manager
- Revenue operations manager
- Growth operations manager
- Martech architect
- Marketing technology manager
- Integrated campaign managers
- Business system analyst
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Minimum experience
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Approximately 18 months of experience with Adobe Marketo Engage features and capabilities needed to create marketing campaigns and utilize customer behavior data
You should be a marketer with experience in:
- Building, launching and analyzing campaigns
- Working with underlying email behavior and technologies including HTML, integrations, databases, and CRM
Additionally, you should be familiar with the following tools and technologies:
- Adobe Marketo Engage
- Excel and CSV file format
- API concepts
- CRM basics
- Social media platforms like Facebook and LinkedIn
- Microsoft Office
- Basic HTML
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Exam objectives and scope
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This section provides information on the exam content.
Section 1: Administration and Maintenance (12%)
- Determine mapping process between Marketo and CRM
- Identify what happened to an asset using the Audit Trail
- Recognize differences between users and roles
- Given a scenario, identify the best fit for using workspace and partitions
- Identify CRM platforms with native Marketo synchronization
- Given a scenario, locate where information is referenced
Section 2: Marketing Activities/Campaign Management (46%)
- Demonstrate an understanding of Smart Campaigns, logic, constraints and flow steps
- Given a scenario, define the next step
- Identify the root cause of a problem
- Interpret the relationship between programs, channels, tags and period cost
- Demonstrate/apply the correct configuration to Engagement Programs
- Give examples of usage for different types of tokens
- Summarize the utility of Webhooks in Marketo and how they are used
- Identify and apply the appropriate use of the PMCF
- Explain the benefits of Global Assets and how to use them
- Demonstrate the capabilities of forms
- Perform and analyze an A/B test strategy
- Identify where a program or asset has been referenced with ‘Used By’
- Troubleshoot communication limits
- Use Webinar provider information in an event program
Section 3: Lead Management (12%)
- Outline the key decision points in defining the lifecycle model
- Apply best practices around lead scoring
- Implement the appropriate interesting moments
- Interpret the lead activity log
- Given a scenario, identify the creation source
Section 4: Data Management (10%)
- Demonstrate how to set up a data management program
- Analyze an instance’s data quality
- Identify a few key pieces of Marketo’s data retention policy as it relates to smart lists
- Summarize how segmentation works
Section 5: Reporting (4%)
- Given an outcome of a campaign, determine how to set up a program to provide the best reporting
- Given a scenario, be able to investigate and assign the appropriate acquisition program
Section 6: Best Practices (16%)
- Demonstrate the relevance of lead scoring in marketing and sales collaboration
- Illustrate the benefits of the folder structure and naming conventions
- Apply best practices around A/B testing
- Explain the process to perform a quality check on any Marketo program
- Explain the process to perform a quality check on an email
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